Evolution of sports sponsorship

Extract

[...] In the early twentieth century in Italy and Germany, sports sponsorship was a form of paternalism, where companies invest in sports without waiting for a commercial or financial return. The most prominent examples are from Fiat with the football club Juventus, and the chemical company Bayer with the German football club Bayer-Leverkusen. These companies were located in the same cities that these clubs and so naturally involved in the life of the region. In France, the transformation begins late, after the First World War. It is first of cycling and football, who are concerned and create links between sport and sponsorship in the media. [...]

[...] DESBORDES, business strategy in sport, Editions Economica M. and G. DESBORDES TRIBOU, Sports Marketing, Editions Economica Echegut Alain Roland Garros reorganizes his club sponsors, Les Echos, May 20, 2005; Companies invest in strength in sports sponsorship, Les Echos 2005 Bruno FRAIOLI, Winners and losers of sports sponsorship, Strategy, February Stéphane Guichard, BNP Paribas Clay, the folder's Distrib communicates G. TRIBOU, Sports sponsorship, Paris, Economica, 2nd edition, 2004; Strasbourg Road Runners: identification and motivation, communication in the seventh International Congress of ACAPS, Marseille B. [...]

[...] For target of corporate communications, sponsorship is, first, the public internally represented by the company staff. Then the public externally, that is to say, all the partners entering the corporate environment. For the external public, institutional sponsorship targets consist of all business partners, associates, or social or financial institutions (banks, insurance companies, customers and potential customers, suppliers, distributors, government, media , cultural and humanitarian associations). In conclusion, we can say that sports sponsorship, like all other communication strategies designed to mimic the targets set by the company. [...]

[...] However, the current sponsorship is booming. Although it now weighs only of the sports economy, there is an activity that attracted nearly 5,000 advertisers and represents, media rights and the organization of competitions, business 3.3 billion. But sponsorship is growing steadily: according to a study by Havas Sports with European Chair of Sports Marketing ESSEC, INSEE and the Ministry of Sports, "the sponsoring captures almost of the advertising market and on the first 100 advertisers are already using it. " The sports sponsorship market in France has evolved and is close to the Anglo-Saxon model is more developed and has more accurate calculation means on the ROI of sports sponsorship. [...]

[...] Today, about eight in ten sponsors analyze the effects of their sponsorship. These are the marketing services firms that analyze these effects, usually in the form of a press-book together press clippings and quotes on the radio or television on. In general, apart from the calculation of the evolution of sales, analyzes of benefits are carried externally by research companies that will be detailed later. By cons, only perform monitoring actions of their main competitors. The primary means to measure sponsorship benefits are according to a survey UDA 98/99: Book Press Analysis of the reputation and image Analysis of press coverage specific impact study Study of the effect of sales However, there are more specific indicators that highlight the benefits in terms of economic efficiency, audience, reputation and image. [...]